BSc IN COMMUNICATION AND PUBLIC RELATIONS

INTRODUCTION

The Bachelor of Science (B.Sc.) Degree in Communication and Public Relations aims at preparing students for a variety of careers such as Public Relations, Diplomacy, Advertising, Arbitration, Management and Liaison. The program educates Public Relations (hereafter PR) professionals and people in related fields in basics in Communication and Public Relations basics such as critical thinking, analytical reading, focused listening, functional writing and public Speaking. Then it systematically, exposes the candidates to advanced PR related strategies and techniques for contexts such as Diplomacy, Politics and Conflict Management. Graduates of the programme will also be equipped with relevant educational and research skills to enable them disseminate the acquired knowledge and pursue further education in related disciplines. The graduates of this programme will competently work in Public Relations firms, Governmental and Non-Governmental Organizations, the Media Industry, Educational institutions and as Communications officers in all kinds of corporations. The programme is also organised in a manner that prepares the graduates for self-employment as consultants in various aspects of Communication and Public Relations.

Philosophy of the Programme
The programme is anchored in pragmatism as a philosophy which appreciates both the realist/positivist and the relativist/constructivist paradigms of knowledge. Therefore it provides a firm grounding in the conceptualisation of Communication and Public Relations as an integrated disciplines of knowledge within the broader field of Communication Studies. Grounded in this philosophy, the programme explores various theories, conceptualizations, principles and techniques of Communication and Public Relations through various platforms such as face –to-face interactions, print, radio, television and the internet. The focus at this level is on the practice of Public Relations while taking into cognizance the broader principles of Communication that underpin the various professional and practitioner contexts of the discipline. Consequently the courses are designed to facilitate innovation, critical thinking and problem solving approaches in dealing with various tasks in the domain of Communication and Public Relations.c Relations.

Rationale for the Programme
This revised curriculum has benefited from input from the alumni of programme – some of whom are renowned practitioners in Communication and Public Relations in Kenya and other places; and suggestions from the industry in form of relevant professional associations (mainly the Public Relations Society of Kenya (PRSK) and organizations where our students have been previously attached. The revised curriculum has also been informed by views of lecturers who have taught the course over the last five years. In addition, the revision has been necessitated by the changing needs of the profession considering developments in socio-political and technological contexts served by Public Relations Officers. Furthermore, in the recent past, in Kenya and globally, there have been increased human rights awareness and demands for accountability in all public spheres. There is also vicious competition within both the manufacturing, civic, educational and hospitality industries that has called for a unparalleled attention to public human relations. All these require highly educated professionals win the trade of Communication and Public Relations. Currently, in many contexts, many of the officers serving in Public Relations dockets lack the required grounding in the profession because this is a relatively new area of specialization in our context. In relation to this, this is a justified pioneer programme that will make a significant contribution to policy, practice and academic circles. Indeed this programme has also become necessary because a number of existing programmes in various local and international universities offer degrees in the Subject Public Relations without anchoring them in the broader discipline of Communication Studies. Hence the very urgent necessity to revise this programme to serve the existing and emerging academic, professional, policy and practitioner needs.

Goal of the Programme

The programme aims to provide graduates with integrated knowledge in Communication and Public Relations necessary for professionals in various Organizational contexts while also providing them with the prerequisites for further education in the field.

Objectives of the Programme
The specific objectives of the programme are to:
1. Equip learners with appropriate study and communication skills for higher education and interaction in various contexts
2. Provide students with in-depth knowledge of the theoretical, academic and professional principles in the field of Communication and Public Relations.
3. Prepare students in the mastery of practical techniques for visual, non-verbal, internet-based and other platforms of Public Relations in an environment that encourages innovation and creativity.
4. Equip students to be able to take up careers in Public Relations, Diplomacy, Management, Media practice and corporate communications.
5. Educate students to be able to design and carry out basic research and disseminate knowledge on various aspects of Communication and Public Relations.
6. Offer the students sufficient grounding in Communication and Public Relations to be able to pursue postgraduate studies in the discipline and related subjects.

Expected Learning Outcomes of the Programme
At the completion of the programme, the graduates will be able to demonstrate:
1. Acquisition of appropriate study and communication skills for higher education interaction in various contexts.
2. Knowledge of the theoretical and academic principles in the field of Communication and Public Relations.
3. Competence to apply practical techniques in visual, non-verbal, internet-based and other platforms of Public Relations, in an environment that encourages innovation and creativity.
4. Capacity to work competently as a professional in Public Relations, Diplomacy, Management, Media practice and corporate communications.
5. Mastery of basic research design, implementation and dissemination of in various contexts of Communication and Public Relations.
6. Qualification to effectively pursue postgraduate studies in Communication and Public Relations and related subjects.

Admission Requirements
The course requirements for the Degree of Bachelor of Communication and Public Relations are:
1. At least C+ (Plus) in English at KCSE or equivalent qualification recognised by Moi University.
2. A ONE Year Diploma in Communication and Public Relations, Mass Communication and Media Studies recognised by Moi University, with at least C (Plain) at KCSE or equivalent examination, recognised by Moi University.
3. A TWO Year Diploma in Communication and Public Relations, Mass Communication and Media Studies, recognised by Moi University, with at least C- (Minus) at KCSE or equivalent examination recognised by Moi University.
4. A ONE Year Diploma in Communication and Public Relations, Mass Communication and Media Studies, with Certificate in a relevant area, recognised by Moi University, and at least C- (Minus) at KCSE or equivalent examination recognised by Moi University.
5. Candidates with A TWO Year Diploma (CREDIT AND ABOVE) in Communication and Public Relations, Mass Communication and Media Studies recognised by Moi University, with at least C (Plain) at KCSE or equivalent examination, recognised by Moi University shall be admitted at 2nd year of study.

Programme Structure